6 Ways Video Can Give You a Competitive Advantage
Cisco has predicted that video will account for 82% of all internet traffic by the end of 2021.
I don’t know how accurate that prediction will turn out to be, but if it’s anywhere near that percentage, the practices with proactive video strategies will have a significant competitive advantage over those without them.
Here are six ways you can leverage video to gain a competitive advantage in your market.
1. Building Trust
In this age of scams and skepticism, trust is a rare commodity. Trust is the differentiator between someone looking to “sell” you something and someone who is genuinely trying to help.
Videos humanize your practice. Rather than being just another dental practice, they found online, patients are able to associate your practice with a person. They are much more likely to trust a person than a “practice”.
The key is authenticity. Consumers are extremely savvy to overly polished advertising messages. A message that comes across as “too slick” doesn’t have the same impact an honest message does. Don’t be afraid to share your personal story and let your passion for helping patients shine through.
Trust is the foundation of the patient-dentist relationship. No other medium builds trust like video.
2. Establishing Authority
To maximize the growth of your sleep practice, you need to be positioned as the sleep expert in the minds of prospective patients.
It is common to put more thought into selecting a cardiac surgeon than a dermatologist.
When looking for a new dentist to clean their teeth, most patients aren’t necessarily looking for an expert, they just want a competent, convenient dental office that will not cause them pain and isn’t overly expensive.
However, when seeking treatment for a serious health condition they want an expert. They’ll give much more thought to selecting a heart surgeon than a dermatologist. And, if they understand the health risks associated with untreated sleep apnea, they’ll give more thought to selecting a provider
No other medium lends itself to establishing you as a thought leader like video.
3. Patient Education
Humans are hardwired to avoid cognitive strain, and thus, we are four times more likely to watch a video about a product or service than we are to read about it.
90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text. By putting messages in motion you create a more engaging experience and a higher rate of retention for the viewer.
The better they understand the need for treatment and why oral appliance therapy is an excellent treatment option, the more likely they are to schedule a consultation.
4. Improved Visibility
You can be the best sleep treatment provider with the best support team within 100 miles, but if prospective patients can’t find you, your practice will not achieve its full potential.
Google is the largest search engine and the most visited website in the U.S. and Google loves video. So it comes as no surprise that an effective video marketing campaign can dramatically improve your online visibility.
Additionally, a well-executed video campaign can significantly increase new patient flow without having to pay for advertising clicks. Videos achieve significantly more organic visibility than text based content.
5. Emotional Connections
With nonverbal cues such as body language and tone of voice making up over 90% of effective communication, video is the perfect medium for connecting with potential patients. Unlike text or images, video allows the patient to experience facial expressions, voice inflection, and even background music to connect with them at an emotional level.
Neuroscience has proven that people buy on emotion and justify with logic. According to Psychology Today, consumer’s emotional response to an advertisement has a 300% greater influence on their intent to buy than does the advertisement’s content.
6. Improved Conversion Rates
Multiple studies have proven that having a video on a website increases conversion rates. That means more visitors to your website becoming scheduled appointments.
Assume you have 500 first-time visitors to your website each month. Even a 5% increase in conversion rates would result in 25 additional scheduled appointments every month. That would have a significant impact on your bottom line.
One study by Marketing Profs found that the average visitor spends 88% more time on a website with video than a website without video. The longer they are on your website, the more likely they are to convert.
Since conversion is the primary goal of your website and marketing campaigns, you are limiting their effectiveness if you aren’t harnessing the power of video.
Creating video content is the biggest challenge most practices face. The cost of bringing in a videographer and the coordination of the in-office video shoot often prevents most practices from getting started with video.
Bullseye Media has developed a unique video marketing system. It starts with remote video capture, a convenient, affordable video content creation process. Learn more about the process by visiting BullseyeVideoSystem.com, then contact me to discuss the details.